| Popis: |
Since the 1940s, persuasion processes and the resistance to such processes have been extensively studied, becoming integral components within society affecting everyday life from of marketing and advertising to politics to health. Persuasion and its resistance naturally stemmed from research on attitudes and their formation. The process by which people can form attitudes is either through individual processes or persuasion processes. Regardless of if attitudes are already held, they can either follow along the persuasion process or resist it. Persuasion and its resistance occur for the same reasons: people want to be accurate, defend their self-consistency, or react to the social environment. Knowing why people become persuaded or resist it led to deeply researching how these processes occur. Processes and techniques related to the likelihood of successful resistance include retrieving prior attitudes; selective exposure; bolstering initial attitudes; selective memory; biased processing; derogation of the source, content, or message and persuasive attempt; and counter-arguing, which includes forewarning and inoculation techniques. Although researchers have been prolific and steadfast in determining these facets of resistance, there are more emerging topics that are rife for the exploration. Such topics include more social motives for resistance, the mechanisms underlying successful resistance processes and techniques, how often resistance occurs, what combinations of processes and techniques engender reliable resistance, and the consequences (both individual and interpersonal) of resistance. All in all, the future for this line of work is promising and timely. Everyday life will continue to provide situations that call for the psychology of resistance to persuasion. |
